Applying Laura Mulvey's Male Gaze to my A2 coursework

The Male Gaze theory by Laura Mulvey can be applied to my music video in a number of ways. In summary, the theory explains how the audience of a media text are positioned as a male viewer where the females on the screen are seen as desirable and physical objects to be admired. This is achieved through camera angles and costume. The costume of the artist is my music video portrays her as innocent as she wears a white skirt which can symbolise purity. This may be attractive to the audience as she seems ‘hard to get’. Another way in which the male Gaze is achieved in my music video is through camera angles. The camera follows the artist as she walks in front, turning around and giggling at the camera. This could be seen as a flirtatious action which teases the audience and makes the artist seem even more desirable. However, my music video also subverts the argument of the theory for many different reasons. The music video is not aimed at men and is instead targeted towards teenage girls who can relate the artist and the song. This challenges the theory because the camera will position itself as the target audience of the music video and not a heterosexual male position. However, as discussed in previous blog posts, the artist could try to appear more appealing to the male audience to widen her popularity. Also, the protagonist in the product is the artist who is female so the audience will be encouraged to identify with her. Therefore, the artist cannot be seen as an object if she is pushing the narrative and playing an active role in the text.